What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009...
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Transcript of What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009...
![Page 1: What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d145503460f949e7f40/html5/thumbnails/1.jpg)
What’s new in Brands around the
world?
Baltic PR WeekendSt. Petersburg
September 10 and 11, [email protected]
![Page 2: What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d145503460f949e7f40/html5/thumbnails/2.jpg)
• Our founder David Ogilvy started his career in advertising, in New York, in the early forties
• Already then he believed in building Brands
• He believed in Big Ideas
• He had vision
• Today we have 450 offices around the world
![Page 3: What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d145503460f949e7f40/html5/thumbnails/3.jpg)
“You cannot work for us if you do not understand
Brands”
Shelly Lararus
Chairman Ogilvy
Worldwide
![Page 4: What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d145503460f949e7f40/html5/thumbnails/4.jpg)
Brands are built like bird’s nests with scraps and straws
![Page 5: What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d145503460f949e7f40/html5/thumbnails/5.jpg)
You can only consider
yourself successful if a Brand flourishes
![Page 6: What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d145503460f949e7f40/html5/thumbnails/6.jpg)
Brands represent lasting value for companies, organizations, the
government and people
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Ranking
_______
1
2
3
4
5
6
7
8
9
10
Brand
_________
Microsoft
Coca Cola
IBM
McDonalds
Apple
China Mobile
General Electric
Vodafone
Malboro
Brand Value
($m) 2009__
100.000
67.000
67.000
66.000
66.000
63.000
61.000
59.000
53.000
49.000
Brand Value change
09 vs.08_________
16%
8%
16%
20%
34%
14%
7%
-16%
45%
33%
*2009 Annual BrandZ Research by Millward Brown Optimor
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Performance: “I tried the Brand”
Presence: “Yes, I have heard about the Brand”
Advantage: “I buy this Brand”
Relevance: “It could be my Brand”
Bonding: “This is my Brand”
No Presence: “I don’t remember the Brand” UnknownUnknown
From an unknown Brand to love for a Brand
BrandZ model
![Page 12: What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d145503460f949e7f40/html5/thumbnails/12.jpg)
So, Brands really matter
But what’s new around the world in Branding?
![Page 13: What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d145503460f949e7f40/html5/thumbnails/13.jpg)
Marketing communication without engagement of the consumer is just
noise
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The interruption model is dying a slow death
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What I told you so far
• Understand Brands• Brands really matter• Feelings and reputation• Engaging, building relationships• Brand performance • New media in every plan• Interruption model is dying
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Some current problems with Brands?*
• Consumers distrust many Brands• Consumers want Brands to be more social relevant• Brands are experienced differently country by country• Brands must come to realities of the consumer• 40% of consumers distrust financial services Brands
*McKinseyQuarterly worldwide survey
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But what is really new in Brands?
The Dove case
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Dove Evolution film
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Dove Pro age
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“The world would be a better place if more women feel more beautiful
every day”
![Page 24: What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d145503460f949e7f40/html5/thumbnails/24.jpg)
“It is time for honest marketing”
McKinsey research
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My Grandson
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“The world would be a better place, if football clubs would share some of
their wealth with good causes”
![Page 27: What’s new in Brands around the world? Baltic PR Weekend St. Petersburg September 10 and 11, 2009 wim.van.melick@ogilvy.com.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d145503460f949e7f40/html5/thumbnails/27.jpg)
“The Brand’s best self”
and
“A cultural tension”
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Three more examples of social responsible films made by Ogilvy
Amsterdam
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What’s new in Brands around the
world?
Baltic PR WeekendSt. Petersburg
September 10 and 11, [email protected]